8 min read

B2B Sales and Advertising Campaigns to grow Manufacturing firms

B2B Sales and Advertising Campaigns to grow Manufacturing firms

Businesses wanting to make more sales, expand their operations and supercharge their revenues look to the powerful combination of sales and advertising campaigns to get the desired results. 

Let us develop your custom Growth Plan to map out your growth goals and how to achieve them.

 

How to Boost the Growth of your Manufacturing Business

With a variety of sales and marketing tools at your disposal, layered with Advertising, SEO, LinkedIn, and other social media platforms, acquiring new clients can be a complex process. Instead of simply hiring more salespeople to boost your revenue, consider implementing a combination of full cycle sales, strategic sales campaigns, automated LinkedIn Campaigns, Google Ads for a winning formula to growing your revenue.

Think of email, Google Ads, Pay Per click and LinkedIn campaigns as akin to having extra salespeople totally focused on winning new business, 7 days a week 24 hours a day.

 

 

Path to Purchase for Manufacturing Buyers

When planning your sales and marketing campaigns, it's important to remember the principles of the Buyer Pyramid to keep your focus on prospects who are looking for your products now and create nurture campaigns for those who may choose to purchase in the future.

Keeping your outreach customer-centric is helped by having a good understanding of the Buyers Journey 

Multi channel iconsWhen potential customers are looking for suppliers, they are likely to assess:

  • Brand and reputation
  • Website
  • Presence in the market
  • Testimonials and case studies from your customers
  • Ratings and reviews
  • Social media channels

Manufacturing Purchase Path

How Manufacturing firms can reach a wider audience

Expanding your reach involves creating brand awareness on various websites and offline platforms to drive traffic to your main site. When marketing a manufacturing company, utilising strategies such as micro-sites, Google Ads, social media and helpful relevant content is key to generating high-quality visits to your website.

 

Google Ads:

Tactical sales and marketing, including advertising tools like Google, are crucial in effectively promoting a manufacturing company. They are essential for measuring success and setting realistic goals and should be a fundamental component of your online advertising strategy.

Pay-per-click advertisements, particularly Google search ads, are a significant driver of customer conversions online. It's worth noting that Google reports an 80% increase in brand awareness simply from the presence of search ads.

 

 

Social Media:

Social media iconsDeveloping a social media strategy is crucial to avoid wasted efforts that may not yield the desired impact. It should be guided by a deep understanding of customer preferences and focus on:

  1. Innovation: By leveraging social media networks like LinkedIn, manufacturers can connect with industry thought leaders and potentially foster workplace innovation and collaborations
  2. Alignment: Whether you're interacting with customers or staying updated on your competitors, the valuable information and insights gained from social interactions can help align your strategies with customer preferences.
  3. Reach: social media is considered a highly effective tool for expanding your reach.
  4. Awareness: Manufacturers are constantly seeking to enhance awareness of their products and brands. Decision-makers spend more time on social media than the average web user, making these channels incredibly valuable for reaching and engaging with your target audience.
  5. Loyalty: By crafting a strategic plan tailored to your manufacturing business's specific needs and objectives, you can unlock a multitude of new possibilities and cultivate lasting customer loyalty, which will allow your business to grow and advance.

 

LinkedIn Campaigns

Engage with professionals in your industry, potential clients, and other relevant individuals on LinkedIn. Interact with their content, acknowledge their expertise, and send tailored connection requests. Growing a strong network will broaden your outreach and boost your lead generation opportunities. This type of activity is notoriously time-consuming and is best done with LinkedIn automation tools like Trueleads.



Messaging1Trueleads helps you automate;

  • Selling to 2nd and 3rd-degree connections using multiple campaigns
  • Expand your sales funnel and increase your pipeline by automatically covering your territory using Trueleads automated social selling campaigns to increase your 1st connections.
  • Your LinkedIn profile automatically sends profile visits, likes, endorsements, follows, connection requests, and InMails.
  • Trueleads Automated compliance to keep your LinkedIn profile within LinkedIn platform parameters
  • New 1st Connections are automatically created as new contacts directly in HubSpot

Visit our blog: Top 5 effective strategies for LinkedIn for more information 


 

Influence customer interaction on your website with helpful content for your manufacturing buyers

Not every website visitor is ready to engage with a salesperson immediately. With the right content for each stage of the buyers journey and suitable offers your website can help you reach those buyers that are closer to purchasing.

For those leads at the top of your buying cycle who are more interested in educational resources, consider offering content such as eBooks, guides, newsletters, (utilising LinkedIn for branding to establish yourself as a thought leader in the industry and to raise brand awareness for your company.)

When targeting individuals in the consideration stage, showcase case studies, testimonials, and highlight your value propositions to demonstrate why you are the right choice for them. To generate leads effectively, create opportunities around your content resources by strategically placing meaningful call-to-actions within your blog posts to direct traffic to landing pages or encourage form submissions.

Enhancing your content strategy and improving the digital experience of your website is key to supporting the customer journey. Interacting with social media content, engaging with your blogs and learning more about your company and products are all essential elements for the buyers journey.

The ultimate goal is to generate leads by providing prospects with valuable content that prompts them to share their contact details. More examples of this could include:

Blogs: providing informative content that simplifies complex concepts into practical insights.

White papers and industry reports offer a detailed yet easily digestible exploration of a manufacturing process's capabilities, processes, and advantages. Instead, avoid focusing solely on self-promotion and provide valuable insights that resonate with potential customers in a visually captivating and engaging manner.

Video content: Utilising videos can simplify understanding intricate services and industry themes for your customers, ultimately boosting your return on investment. Offer potential clients video tours of your factory or plant and product demonstrations to highlight your processes and capabilities. Videos add a personal touch to your manufacturing marketing efforts, fostering a stronger connection with your audience.

Experiment with a variety of video styles, from polished, professional videos featured on your main website page to more casual, authentic clips shot on an iPhone for social media content. Test out different approaches to see what resonates best with your audience and aligns with your industry expectations.

Comparison guides and industry-focused content: Help customers select the most suitable approach for their specific needs by considering factors such as lead times, quality, and cost implications. Create industry-specific web pages outlining performance metrics, dimensions, and product details to alleviate any uncertainties and reinforce your reputation as a reliable supplier.

 

_Content strategy5

 

 

Get SMART

Set yourself up for success with the right framework. Implementing a SMART approach begins with assessing your business goals. Then, it utilises a tailored mix of automation tools, focused messaging, and data-driven strategies to set your manufacturing business up for success. For more information on CRMs visit our blog How can a CRM help my business?

 

What is the SMART Method? 

The Smart methodology defines clear objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound.

By implementing the SMART method, you can adapt your sales and advertising strategies to align with current market trends, optimise your budget utilisation, and lay a strong foundation for success in the present and future.

 

Using SMART Objectives for Your Business

  • Specific – Ensure your campaign objectives are clearly outlined, leaving no room for uncertainty. This will guarantee that all team members engaged in your marketing campaign, both internally and externally, grasp the desired outcomes and are fully dedicated to assisting you in achieving your goals.
  • Measurable – Data plays a crucial role in planning and executing a successful marketing strategy that aligns with your goals. Ensuring that your measurable objectives allows you to track progress, evaluate success, and accurately determine when you have achieved your goals, ready to move forward with your marketing strategy. Having measurable objectives supported by concrete data is essential for assessing progress and effectively advancing to the next stage of your strategy.
  • Achievable – When setting marketing goals, it's important to be realistic and ensure they are achievable within your current resources, market conditions, and timeframe. While long-term ambitions are great, setting feasible goals for this year is crucial to keep your team motivated and on track.
  • Relevant—Any growth strategy should align with your overall business goals and be relevant to the current manufacturing landscape. While many manufacturers are hopeful for growth, it's crucial to consider that some businesses may still be cautious about spending. Therefore, tailoring your messages to address your customers' current needs will ensure the most impactful results.
  • Time-bound—To keep everyone on the same page, it's a good idea to set specific timeframes for your marketing objectives. We recommend setting short-term goals within a 6 to 12-month timeframe, with regular check-ins and reviews. This approach helps create a sense of urgency, establishes a foundation for more targeted KPIs and evaluations, and encourages accountability for effective planning and execution.

With HubSpot's ads software, you can easily streamline lead management at scale, eliminating the need for manual lead routing to your sales team. Utilise the ad sequence builder to craft tailored ad campaigns for your audiences at every stage. Plus, with built-in workflows and lead syncing, leads are automatically directed to the appropriate team members at the perfect moment.

HubSpot Sales Hub offers a dedicated prospecting workspace for your sales team, assisting each team member in managing their daily tasks and providing you with analysis and reporting. For more information on Sales Hub visit our comprehensive page covering all features, functions and pricing.

 

Increase Sales Success with Intent Data

One of the main challenges sales professionals face is optimising their CRM to its fullest potential and utilising high-quality data when engaging with target audiences and potential leads.

However, incorporating lead generation tools with intent data can assist sales teams in effectively merging suitability and buyer intent to focus on leads with more precision and efficiency as they progress through the sales funnel.

Intent data tells you when buyers are actively researching online for a solution, and which products and services they are interested in, based on the web content they consume

 

 

Types of Intent Data

 

1. Search intent data

When a user enters a keyword or phrase into a search engine like Google or Bing, search intent data is gathered. This valuable information aids in understanding the queries your target audience seeks answers to, allowing you to offer them the most relevant solutions.

2. Engagement data 

Engagement data encompasses users' interactions with specific content, including reading, sharing, or commenting on it. This valuable information is primarily collected from social media platforms like Facebook and Twitter, email marketing tools, and various blogging platforms.

3. Firmographic data

Firmographic data offers valuable insights into a company's size, industry, location, and revenue potential. This data is typically sourced from business directories, website forms, and external intent data sources. By integrating firmographics with Account-Based Marketing strategies, businesses can strategically target companies with a greater likelihood of conversion, optimising their marketing and sales efforts for maximum impact.

 
4. Technographic data

Technographic data provides a deep dive into the technology landscape of a prospective company, covering the software applications, hardware infrastructure, and network connectivity they employ. This valuable information is typically obtained through surveys or questionnaires, offering valuable insights into the technical needs and capabilities of your target businesses.

 

Find out how we can help 

To make your campaigns even more successful, we also offer Sales Consulting Services, micro-site development, quote-to-cash integration, pipeline development, and Google website ranking improvement services.

Contact the team at Big Business Agency to explore how we can create a customised solution to achieve your business goals.

 

Reach out to us today to learn more about our comprehensive 3 Step Sales System designed to improve your lead generation, increase your sales and help your business thrive.

 

 

FAQ - your questions answered

 


 
BBA wavy graphicUseful links

B2B Sales Consulting

Guide to Google Ads

Growth Services for Manufacturing Firms

Top 10 Strategies for Manufacturing Firms to increase B2B sales

What is Social Selling?

Automate LinkedIn Campaigns

Multithreading in your Sales Campaigns

McKinsey's 7S Model to Implement Full Cycle Sales

 

 

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